Discusses the role of social media as marketing tools and the significance of these for SMEs

1. Dr. Efthymios Constantinides Assistant Professor Marketing / e-Media School of Management and Governance NIKOS / UNIVERSITY OF TWENTE [email_address] Social Media as Marketing Tools: Valuable for SME’s? March 17, 2011 School of Management & Governance

5. What is Web 2.0 and Social Media?

8. What is Social Media Marketing? The Definitive End of Push Marketing!

9. The power of the Social Media

10. The Internet and the Social Media are changing the marketing practice

11. Marketing Is Changing Declining Effects of Traditional Marketing Model Increasing Customer Power Decreasing Customer Trust

12. 1. The importance of the Marketing model is declining

15. 2. The buying / decision making process is changing

16. Traditional Marketing Marketing in Web 1.0 environment Marketing in Web 2.0 environment The way customers make decisions is changing: Model of Customer Behavior ( Kotler et al. Marketing Management, 2009) © E. Constantinides

17. Customer Empowerment

18. Customers become Brand Ambassadors

20. … but also Brand Detractors

22. And it can get even worst!

25. Source: Constantinides and Fountain, 2008 Web 2.0 Dimensions SOCIAL MEDIA Social Effects Enabling Technologies Blogs Social Networking Sites Online Communities Forums/Bulletin Boards Content aggregators Empowerment Participation Openness Networking Conversation Community Democratization / User control Open Source RSS Wikis Widgets Mashups AJAX

27. Social Media Marketing

28. Turning the Social Media Threat in a Strategic Opportunity: The (E-)Marketing Strategy Product/ service Marketing/ E-Marketing Organization Web 1.0 Web site Web 2.0 Social Media Level 1 Level 3 Level 2 Level 4

29. Social Media as Marketing Tools: Generic approaches © E. Constantinides ACTIVE PASSIVE Marketing Strategy Listening In PR / Direct Marketing /CS Reach the Influencers Personalize Experience Tapping Creativity Social Media HOW SOCIAL IS YOUR BRAND? Web logs MobileCrunch Direct2Dell Mashable Toyota Communities / Microblogs Wecando Threadless Twittorati NIKE Heinz NOKIA Dell Social Networks H&M Hyves AA McDonalds Hyves XXX LEGO Forums / B. Boards Epinions Reviewcenter AmericanExp KLM BookScanner Content Aggregators / V.O.C. Monitoring BizReport BuzzCupture DELL RSS Grolsch MyMuesli Innocentive

30. Online customer intelligence

32. Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR / Direct Marketing/ CS Reach the Influencers Personalize Experience Tapping Creativity Application Type Web logs XXX XXX XXX XXX XXX Communities / Microblogs XXX XXX XXX XXX XXX XXX Social Networks XXX XXX XXX XXX XXX Forums / B. Boards XXX XXX XXX Content Aggregators / V.O.C. Monitoring XXX XXX XXX XXX XXX XXX

33. Social Media as PR tool : KLM

35. Case 1: Blendtec

36. Will it Blend? Facts Before October 2006, Blendtec had spent more than a decade selling blenders to the commercial market (restaurants and so on) but had little name recognition with mainstream consumers. “ Will It Blend” became a viral phenomenon generating 100 mil views, presence in mass media, about 700.000 fans and national distribution, sales up by 600% since the launch of the videos

37. Case 2: Red Scarf Equestrian

38. Joanna Wiseberg

40. Case 3: The Dessert Gallery Facebook Experiment Utpal M. Dholakia and Emily Durham HBR March 2010

43. Social Media and CRM / customer service

48. Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR / Direct Marketing/ CS Reach the Influencers Personalize Experience Tapping Creativity Application Type Web logs XXX XXX XXX XXX XXX Communities / Microblogs XXX XXX XXX XXX XXX XXX Social Networks XXX XXX XXX XXX XXX Forums / B. Boards XXX XXX XXX Content Aggregators / V.O.C. Monitoring XXX XXX XXX XXX XXX XXX

49. What my students did Soocial.com Distimo.com

51. © E. ConstantinidesGeneral Introduction to the University of Twente

52. Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR / Direct Marketing/ CS Reach the Influencers Personalize Experience Tapping Creativity Application Type Web logs XXX XXX XXX XXX XXX Communities / Microblogs XXX XXX XXX XXX XXX XXX Social Networks XXX XXX XXX XXX XXX Forums / B. Boards XXX XXX XXX Content Aggregators / V.O.C. Monitoring XXX XXX XXX XXX XXX XXX

56. Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR / Direct Marketing/ CS Reach the Influencers Personalize Experience Tapping Creativity Application Type Web logs XXX XXX XXX XXX XXX Communities / Microblogs XXX XXX XXX XXX XXX XXX Social Networks XXX XXX XXX XXX XXX Forums / B. Boards XXX XXX XXX Content Aggregators / V.O.C. Monitoring XXX XXX XXX XXX XXX XXX

57. Seth Haber

59. Thank you [email_address]